Evolving East: Rediffusion DY&R doubles up business in Kolkata

The tide is finally turning due east. Advertising industry in Kolkata seems to have regained a direction out of the doldrums. The fact is evident in Rediffusion DY&R Kolkata doubling up business to Rs 30 crore in just nine months.

“This is an impressive performance considering the vastly unorganised market of Kolkata, where organised sector is pegged at an estimated Rs 120 crore,” grins Amitava Sinha, the brain behind the show at Rediffusion Kolkata. Sinha initiated the victory race, joining the agency as Vice President in October 2003. Rediffusion Kolkata is fast coming up to rule the East with a portfolio of some of the biggest local advertisers like retail jewellery major PC Chandra Group, medicinal consumer goods manufacturer-marketer Dey’s Medical, upcoming ice-cream brand Metro Dairy and cellular services bigwig Airtel.

Business and commercial activities were on the ebb in the eastern hub of Kolkata over the last three years, or so. Investors turning east-averse, corporates shifting base to other metros, industries migrating to greener pasture and agencies closing down their Kolkata chapter – all these had throttled the advertising industry in this part of the country.

Interestingly, there was a silent firming-up of the ground for an economic upsurge, which began with more and more retail players thronging in the Kolkata market and real estate industry expanding beyond anticipation. Business activities around the nerve-centre of Kolkata took a U-turn. “Though there’re not many corporate accounts, retail business scenario is quite attractive here,” avowed Sinha. After establishing a stronghold in the local market, he is now eyeing at other emerging sectors like real estate, paints, cement, plywood, footwear etc. Rediffusion Kolkata is also focusing on the upcoming financial sector, which offers hordes of para-banking and non-banking players in the local market.

Under his aegis, the agency has set out on a massive revamping mode to attain the leadership status. “We’ve brought in a number of new faces – both in the creative and the client servicing wings. All of them have years of experience in serving some of the most acclaimed agencies,” Sinha said.

But, what could be the secret behind the success in a market plagued by high attrition in agencies and meltdown of corporate accounts? Is it the advantage of the local flavour or simply hard work? The Rediffusion Kolkata chief was elaborate in his response. “One needs to understand the local market and feel the pulse of the business which varies across locations. Kolkata has a distinct flavour in business. We looked into the market with a positive view without being cynical with loss of corporate businesses. We found great opportunities in the untapped retail market here,” Sinha illustrated.

A seasoned professional with over 18 years of exposure to the industry, Sinha had been instrumental in steering his earlier organisation Bates Kolkata from the blues to the helm of activities. He is set with the same spirit to take Rediffusion Kolkata to the top. “I’ve got a team of great professionals and we are all eyeing at the top slot,” he said with a smile.